...P1 This assignment will describe how marketing techniques are used to market products in two contrasting organisations one from the profit and one for the non- profit. The two companies I have chosen are the Walt Disney Company (profit) and the Jewish Lads and Girls Brigade (non – profit). Marketing is the activity of science set out by institutions as the process of identifying new markets and the art used to attract customers to purchase certain products and services. Furthermore, Marketing is responsible for satisfying profits of companies. Differences between Disney and JLGB JLGB The Jewish Lads And girls brigade was founded in 1895 by General colonel Albert Goldsmid as a form of activities for the children of Jewish immigrant families moving to Britain at the time. The first company was in London’s east end; originally the JLGB was the JLB meaning that it was only for boys. However since the Second World War the JLGB has become very diverse with companies starting up all over the Great Britain including having companies start up in both Glasgow and Cardiff. The first girls company was founded in 1963 in Manchester creating what is now known as the JLGB. The JLGB has a massive and diverse community across Great Britain being the oldest Jewish Youth movement in the country as well as being one of the biggest. The JLGB is a national charity as the things it offers including weekly meetings of the companies from around Great Britain for the Jewish youth are organised...
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...Unit III Assignment Disney Case Study - Advanced Marketing What does Disney do best to connect with its core consumers? The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. Disney products include television programs, books, magazines, musical recordings and movies. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation versus relevance. I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.” Walt Disney recognized that brand loyalty begins with an authentic relationship and it believes that it costs much less to retain a customer than to find a new one. Walt determined that treating people visiting Disney’s parks not as just another paying customer, but as “guests in our own home.” He knew that if their guests understood and believed that everyone in the organization cared about them and their business, they would be loyal to Disney forever and that philosophy continues to this day. Whether...
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...Walter Elias and Roy Disney began the “Walt Disney” Company in 1922. The Walt Disney Company is a US based entertainment company that was founded in Los Angeles, California and its headquarters is located in Burbank, California. Disney was built thanks to the animation features and motion picture from Walt Disney Studios. The motion picture and films brought characters such as Mickey Mouse and Snow White and the seven dwarfs to life. These are the world’s first animated features that helped Disney become recognized in the family entertainment industry and gain brand recognition worldwide. Furthermore, The Walt Disney Company operates in five segments: 1) Media networks- they have a vast of properties on TV networks, TV productions, distribution operations, cable networks, radio networks and stations. Furthermore, The Company produces animated television programming under the ABC Studios, ABC Media Productions, and ABC Family Productions labels. It owns ten television stations, such as ESPN and the Disney Channel. 2) Theme parks and resorts- Disneyland, Disneyworld, Epcot, Hollywood Studios, Animal Kingdom. 3) Studio entertainment- Walt Disney pictures, Miramax films, Touchstone pictures, Hollywood Pictures, motion pictures and Disney nature. The Company distributes produced films in the theaters, and home entertainment. Kingdom, the Disney Vacation Club, the Disney Cruise Line, and Adventures by Disney. Moreover, The Studio Entertainment segment...
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...43-51 Kevin Lane Keller Brand Mantrais: Rationale, Criteria and Examples hi this paper, we consider how marketing managers can benefit from the concept of a "brand mantra." We examine how brand montras relate to brand positioning and a related concept, "core brand associations." Our focus is on how brand mantras can be used to improve intemal brand management We consider design and implementation issues in temi of characteristics of good A/nos Tuck School of brand mantras as well as process issues in developing Business brand mantras. It is noted that brand mantras, as with Dartmouth College Nike's "authentic athletic perfonnance" and Disney's "fun family entertainment" often consist of three words that combine brand functions with descriptive and emotional modifiers. Procedurally, brand mantras are developed at the same time as brand positioning. At tlwt time, brand mantras would then be judged on their ability to effectively communicate, simplify, and inspire, as reflected by employee research. Organizational Brand Management Through Brand Mantras Introduction An increasing number of firms have embraced branding as a business priority and marketing imperative. Despite that fact many firms are unsure as to exactly what they should do to effectively manage their brands and maximize their equity. Much of the branding literature has taken an extenial perspective to focus on strategies and tactics that firms should take to build or manage brand equity with customers. Without...
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...Walt Disney Corporation The Walt Disney Corporation (Disney) is an entertainment conglomerate with operations in the media networks, studio entertainment, parks and resorts and consumer products. They operate in North America, Europe, Asia Pacific and South America, with the U.S. being the major market. In order for Disney to experience long term growth, they have established 3 marketing priorities: creative innovation, global expansion and application of technology. With the execution of their marketing strategies, they had a great creative year in 2005. For creative innovation, they have invested in healthy food with Kroger and will soon launch a food line offering healthy alternatives, while personal care products, baby and toddler products, and floral items. For global expansion, Disney recently opened the Hong Kong Disneyland and resort and has recently expanded television service in India and China. For technology, they have invested in Video games, personal video players, broadband-based devices and other mobile products that will have an impact on their business. The Importance of Marketing Disney uses product development, product modification, branding, distribution, advertising, sales promotion, pricing and publicity as part of their marketing strategies. Creativity continues to be the main strategy of Disney, “from movies to television, from animation to live-action, from theme parks to consumer products to online business. Their ability to penetrate markets...
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...report to the board of Disney recommending why your analysis suggests that ESPN should (or NOT) be sold from the Disney portfolio? Focus on establishing the evidence for (or lack of) economies of scope between Disney and ESPN.” “Write a two page report to the board of Disney recommending why your analysis suggests that ESPN should (or NOT) be sold from the Disney portfolio? Focus on establishing the evidence for (or lack of) economies of scope between Disney and ESPN.” Overview of ESPN ESPN is a multimedia sports entertainment company that is part of Media Network division of Disney. ESPN became a subsidiary of Disney when ABC’s parent company Capital Cities Communications was acquired at $19 billion 1995. ESPN provides a 24-hour service and its family of networks includes ESPN, ESPN2, ESPNEWS, Classic Sports, ESPN Radio and ESPN SportsZone. The company is also broadcasting in more than 20 languages and to more than 150 countries. Why did Disney Acquire ESPN? Figure 1 Figure 1 With an aim in building a strong family brand, Disney has been continuously engaging in intense diversification strategy to expand its products offering to cater to both children and adults. ESPN acquisition has created a strong competitive advantage to Disney as it targets a totally different target audience from other Disney channels- primarily young to middle aged men. With its popularity and large user base, ESPN has been contributing significantly to the growth of Disney through affiliates fee...
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...Question 1: What does Disney do best to connect with its core consumers? The Walt Disney Company is one of the world largest media entertainment company in the world having a best connection with core consumers. Since its beginning day in 1923 by Walt and Roy Disney, Disney has remained high entertainment quality based on continuing to introduce the norm of entertainment during the 20th century to bring classic and memorable family entertainment over the world. Beginning with cartoon productions, Walt Disney decided to set up Disneyland because he thought that it was necessary to have a nice place for children and their parents to play together. Besides, the company grew up more productions, including: theme parks, feature films, television networks, theatre productions, consumer products and a growing online presence. Today, Disney develops its business to five business divisions which are: the Walt Disney Studios which specializes in producing films, recording labels and theatrical shows, Parks and Resort which manages in eleven theme parks, cruise line and other travel-related assets, Disney Consumer Products which is specializes in selling all Disney-brand production, Media Networks which focuses on its television network, as ESPN, ABC, etc…, the Disney Channel and Interactive Media. We can see that Disney serves all entertainment products for the entire family to reach to connect more effectively with its core consumers. According to the textbook, “consumer behavior is...
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...Andrew Meinsen GBA 490-901 Walt Disney Company discussion questions 1.) Walt Disney Company’s corporate strategy is centered on creating high quality family content, exploiting technological innovations to make entertainment experiences more memorable, and international expansion. Walt Disney Companies acquired Pixar and Marvel to enhance the resources and capabilities of its core animation business with the addition of new animation skills and characters. The acquisition of UTV in 2011 was executed for international expansion efforts into India and Russia. Disney’s corporate strategy also allocates substantial capital to its core theme parks and resorts business to sustain its advantage in the industry. Disney has started to integrate its highest grossing movies into its theme parks such as Pirates of The Caribbean and Cars 2 in attempt to capture synergies existing between its business units. 3.) My assessment of the competitive strengths of Walt Disney’s different business unit is that they have a strong competitive advantage of other companies in the same market. Disney’s strengths consist of: strong product portfolio, brand reputation, Competency in acquisitions, and diversified business. Disney’s ability to acquire technologically advanced companies and companies that complement Disney’s weakness in each individual unit and industry. Also the ability to integrate the different business units is a key strength for Disney. The Studio Entertainment unit shares major...
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...them into loyal customers. Products that do not have a strong brand might be good in quality and therefore, may be able to achieve market share just through word of mouth and other publicity modes. However, this is not the case for all the products. A consumer who is new to the product and who does not want to take the risk of spending money on a product that is new would opt to go for such a brand that the person knows. The concept of branding is all the more significant in services as it is for products. Also, companies should concentrate on the aspect of brand extension and to what extent they can stretch the brand so that the brand does not get diluted. The aspect can be discussed more elaborately using Walt Disney (Disney) as an example. Disney is one such entertainment company which has successfully utilised the concept of branding in establishing itself and in attracting customers. It, being a synonym for family entertainment across the globe has its presence in varied segments such as theme parks, television, merchandising, etc. Despite its presence in various segments, its business suffered due to the 2008 economic recession. However, the company has decided to stretch its brand further by entering into high-end consumer products through its ‘non-character’ products. These products of Disney, unlike its earlier consumer products do not have the cartoon characters of Disney printed on them. They can be identified as a product of Disney only from the label. By extending...
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...Executive Summary The Walt Disney Company was started in 1923 when brothers Walt and Roy Disney joined together to start what would become known as one of the most successful entertainment companies of all time. Through years of carefully calculated risks, taking advantage of opportunities in the market, and diversifying the company Disney has achieved worldwide recognition and market share in the majority of their business segments. Throughout this analysis of The Walt Disney Company, we will review the major decisions and reasons why Disney is so successful. We review the Corporate Level Strategy – which is on the outside a diversified approach, with a breakdown of all business segments, then go further in depth with their major Business Segment, Media Networks. The Media Networks segment is a highly diversified segment that includes domestic and international elements, with both internal productions as well as many subsidiaries that expand their offerings beyond traditional Disney productions. We will analyze Disney with the Porters 5 forces model, as well as a SWOT analysis. Within these two analysis models, we find Disney is well positioned for the current moment as well as the future. Disney is well positioned against new entrants to the industry as well as current rivals. Disney’s history of family friendly, safe, and “magical” entertainment that is neither offensive or vulgar has paid off, with 87% of parents who watched Disney productions as a child introducing...
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...What does Disney do best to connect with its core consumers? Justify the strategies used by Disney. Disney runs a customer-oriented business that brings the company much profit. At the same time, it also has developed several ways to target its core consumers. In my opinion, what Disney has done to connect with them is quite essential. Firstly, Disney starts to involve new business. After 90-year development, customers expect Disney can create something new to make them interested. As soon as Disney realizes their demands, it introduces Disney Channel, Touchstone Pictures and Touchstone Television. It’s convenient for consumers to touch Disney works through this channel. Besides, many movies have been published in the name of Touchstone Pictures since 1984, such as splash , Armageddon and so on. It’ s the pricing policy of Disney that has successfully reached a whole new generation of children. For example, classic Disney films on video are sold at extraordinarily low price, so that the majority of family can afford to watch these movies. Once Disney attracts those children’s attention, they will become its customers sooner or later. Secondly, Disney concentrates on the Disney Difference . ...
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...DISNEY CASE PREPARED BY RYAN MENZIES September 29, 2013 FOR OL 421 STRATEGIC MANAGEMENT AND POLICY INTRODUCTION: The Walt Disney Corporation was founded on October 16, 1923 by brothers Walt and Roy Disney. They were primarily an animation studio before expanding their operations to include other ventures. The company became publicly traded on May 6, 1991 on the Dow Jones Industrial Average. The company has come under some criticism for its productions, which are mainly targeted towards children, for having overt sexual references hidden among them. Other accusations made toward the company include human rights violations for its various employees that manufacture millions of the products the company sells in its stores and theme parks. Despite some of these negative occurrences, the company brought in over $42 billion in revenue in 2012 and also employs almost 200,000 people. CURRENT MISSION, GOALS, AND STRATEGY: Walt Disney Corporation has one of the most diverse venture portfolio of any company today. They own production studios, theme parks, television networks, radio stations, retail establishments and other things in all corners of the globe. The company maintains what can be considered as “modest” goals for themselves, which is to continue the Disney brand around the world, with a strong emphasis on the Asian market, which is not as strong as the company would like. EXTERNAL ANALYSIS: See attached EFEM Disney is a moderate company externally...
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...New Product Launch Marketing Plan, Part III MKT/571 New Product Launch Marketing Plan, Part III Introduction Disney’s Frozen products are in the final phase of being launched into theme parks including the upcoming Disneyland in China as well as on its retail industry. When launching a new product a number of factors must be taken into consideration, such as financial considerations, marketing communication, intended marketing objectives for Year 1, Year 2 and Year 3 as well as other factors. Disney’s Frozen products are being launched into a highly competitive industry, thus it is important to use proper marketing strategies to have a successful product launch. Executive Summary Disney will launch the Frozen product line in Shanghai, China and Orlando, Florida. Due to the success of the Disney animated movie, Frozen; children have demanded Frozen themed merchandise. The merchandise will include tee shirts, stuffed animals, costumes, dolls, and soundtracks. These items are popular with children and sell consistently. Disney stores have a difficult time keeping up with consumer’s demands. Consumers are waiting in long lines and willing to pay double the cost to purchase the Frozen merchandise. Mattel has sold more than $100 million worth of Frozen toys (Age, 2014). Situational Analysis In Florida, Disney’s competitors are Universal Studios, Sea World and Six Flags. These competitors provide some of the same services to consumers. However, only Disney has the Frozen...
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...STRAT Case Study “The Walt Disney Company: Its Diversification Strategy in 2012 LELE SONG February 9, 2015 February 9, 2015 KEY ISSUES * Understand why a company’s resources and capabilities are central to its strategic approach: Diversification is Disney’s main strategy for constant growth. The company is broadly diversified, including five major segments. Disney attempted to capture synergies existing between its business units. * Strengthening a company’s market position by expansion: Disney aims to expand globally and exploit the business opportunities in the emerging market since the domestic market is about to be saturated. * Become aware of what the company should do to achieve operating excellence: Instead of letting technology throw threats at the company, Disney decides to embrace technology to enhance quality of products and improve customer experience. Disney’s success is highly dependent on technology. * Become aware of the strategic benefits and risks of expanding a company’s horizontal scope through mergers and acquisitions: Disney has a very clear acquisition strategy, and they have successfully acquired some valuable brands. Acquisition also benefits Disney for global expansion. ANALYSIS The Walt Disney Company (“Disney” or “the company”) was a broadly diversified median and entertainment company. In 2012 the company’s business units were organized into five divisions, which include media networks, parks and resorts, studio entertainment...
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...accomplished through a series of strategic business choices involving synergies, brand management, and creativity. Known as the king of entertainment and media, Disney has also been able to remain profitable for so long due to the company’s various strategies used to create value through diversification, expansion, and integration. Throughout Disney’s history, the company was always operated by key businesspeople that had a goal of maintaining the brand and remaining profitable as the largest multinational entertainment conglomerate in the world. Additionally, Walt and Roy Disney set the stage for future leaders of the company to achieve success through horizontal integration and geographic expansion. An example of horizontal integration would include the acquisition of Disney purchasing ABC for $19 billion in July 1995. This business investment allowed Disney to remain ahead of all other company’s in the market and continue dominating the strategic challenges faced by Eisner and all of Disney’s employees. The strategy of merging with ABC capitalized on Disney’s internal capabilities and created value by increasing diversification and differentiation among all brands and products that Disney owned. Moreover, Disney has been able to remain profitable over the years by investing in multiple company divisions including Walt Disney Studios, Disney-ABC TV, ESPN, Walt Disney Theme Parks and Resorts, and The Disney Channel on network television. Along with these divisions, the company has...
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